Server Side Tagging is a new way of data collection where you set up your own server that collects data from your website. This makes you the owner of the collected data. Through this server, Google Tag Manager is then invoked. This method of data collection is called Server Side Tagging.

Client Side Tagging is the current method of data collection where tags run directly in the user’s browser. Server Side Tagging is the new method which involves an additional link – the server. The main differences are:

Server-side tracking is already a proven technology, with more marketers transitioning from traditional web-based (client-side) tracking using tools like Web GTM to server-side solutions.

It is increasingly recognized as a significant advancement in digital data collection and analysis. While the future is never certain, all signs point to server-side tracking playing an increasingly vital role.

If you want to improve both the quantity and quality of your data by at least 30%, implementing server-side tracking should be a priority.

Server Side Tagging is valuable for:

• Anyone who wants the highest quality accurate data
• High-traffic websites seeking detailed visitor insights
• E-commerce platforms and companies relying on online marketing
• Organizations needing to comply with privacy laws like GDPR
• Companies wanting to improve website performance and user experience
• Anyone collecting data online, as third-party cookies are being phased out

Server-side tagging streamlines the flow of data from your website, sending it first to your own server before forwarding it to your preferred analytics platforms. Until recently, Google Tag Manager was the go-to tool for this process. Now, Transmute Engine by Seresa offers a simpler, non-technical solution—making server-side tagging more accessible than ever.

Transmute Engine by Seresa, along with our WordPress plugin inPIPE, makes server-side tracking easier than ever—even compared to other existing server-side solutions.

One of the main challenges of server-side tracking is the need for a dedicated server to handle event data processing and forward it to GA4 and other analytics platforms. Setting up and managing this server is often the most complex part of the process.

While some companies provide server hosting for server-side tracking, they still require you to use Server-Side Google Tag Manager (SS GTM) to process data—a complicated solution for what is essentially a straightforward task: transporting data from your website (Point A) to analytics platforms like GA4 (Point B).

Server-side tagging manages the flow of information from your website. The collected data is forwarded to your own server, and from there, it’s shared with your chosen analysis platforms. Until recently, Google Tag Manager was the main tool for this process. Now, services like Transmute Engine by Seresa offer a simpler, non-technical solution.

Yes, contrary to what many people think, Server Side Tracking doesn’t eliminate the need for a cookie banner. You still need a cookie banner to comply with privacy regulations.

Server Side Tagging uses First Party Cookies instead of Third Party Cookies, which ensures that the data remains your property. First Party Cookies are directly connected to your own domain, unlike Third Party Cookies that come from external sources.

Client-Side Tagging is the traditional method of data collection, where tags (small pieces of code) run directly in the user’s browser to track and record interactions on a website. This allows for immediate data processing and transmission to various analytics platforms. However, due to evolving privacy legislation and tracking prevention measures, this approach is becoming less effective.

Client-side tracking has primarily been handled through Google Tag Manager (Web GTM), though data can now also be sent directly via Google Measurement Protocol (GMP), Google’s API for server-to-server data transmission to GA4 and other platforms.

Server-side tagging and tracking are closely related but serve distinct functions.

Server-side tracking involves collecting user interaction data directly through the server, reducing reliance on browser-based methods.

Server-side tagging, on the other hand, refers to the implementation and management of tracking tags on a dedicated tag manager server. While Google Tag Manager (GTM) is the most commonly used system, alternative solutions exist.

GTM tags act as processors that transform raw tracking data into the required format for endpoint collection services such as GA4, Google Ads, and Klaviyo. Essentially, tags handle the processing and structuring of tracking data before it is sent to its destination.

The shift away from traditional web-based (client-side) tracking is well underway, driving the rapid emergence of new companies like Seresa.

However, three main barriers have slowed widespread adoption:

1. Complexity: Setting up tags, triggers, and variables for server-side tracking (SST) is less documented than traditional methods, making implementation more challenging. Consultants are expensive and developers are often needed.
2. Cost: SST via Google Tag Manager requires dedicated server space, which comes with additional expenses, whereas the client-side method is free.
3. Confusion: Adapting to Web GTM was already a challenge, and now SS GTM adds another layer of complexity. Until now, there haven’t been solutions like Transmute Engine™ by Seresa that simplify the entire data journey. By offering a robust, cost-effective, and fully managed package, Transmute Engine eliminates the need for third-party tech support or consulting services.

Server-side tracking is becoming essential for anyone collecting data online, with its value increasing as data collection grows. As third-party cookies are phased out, businesses of all sizes will need to transition to server-side tracking to maintain accurate data collection.

Additionally, more users are browsing with ad blockers and privacy-focused browsers like Brave, which prevent data from reaching your site. These tools can block tracking before it even begins, such as stripping UTM parameters from URLs. A new approach is required. inPIPE and Transmute provide the solution, helping you transition to more reliable data collection and better marketing results.

The Transmute Engine (also known as the TS Engine) is our data transformation service that powers the inPIPE and outPIPE systems. It handles the ingestion, processing, and distribution of event data from your WordPress site to multiple third-party analytics and marketing platforms without the need for client-side scripts from those platforms.

Unlike traditional analytics that expose user data to multiple third parties via client-side scripts, the Transmute Engine processes all data on your dedicated first-party server. This means your visitors’ data never directly interacts with third-party services. Additionally, we implement pseudonymous user identification that doesn’t rely on cookies, making your analytics more privacy-friendly and less affected by ad blockers.

Currently, the Transmute Engine supports sending data to Google Analytics 4, Facebook Ads, Google Ads, TikTok Ads, Pinterest Ads, Bing Ads, and Klaviyo. We’re continuously adding support for additional platforms including Snapchat Ads, Twitter Ads, Reddit Ads, Mailchimp, Hubspot, and data warehousing services like BigQuery, Snowflake, Amazon Redshift, and Azure Synapse.

Each client is provided with a dedicated Tracking Server (TS) that operates on their own subdomain (e.g., tracking.yoursite.com or sub.yoursite.com). This server hosts the Transmute Engine, which processes incoming data from the inPIPE WordPress plugin and transforms it for seamless delivery to third-party platforms via specialized outPIPEs.

To set up the subdomain, a minor DNS update is required. Please note that Transmute Engine cannot be installed on your own servers.

Raw event data is stored temporarily (up to a max of 48 hours) for processing and delivery to your connected platforms. Summary data is retained for 7 to 30 days to ensure successful transmission and allow for troubleshooting. The Transmute Engine functions strictly as a data processor, not a data collector, minimizing the storage of raw user data.

The server is secured with industry-leading security measures and hosted on Digital Ocean’s professional global infrastructure.

Our engineers do not have access to your raw data or server. In the event of an issue, your server is systematically replaced with a new instance without direct access or intervention.

Only high-level summary data is accessible through a remote secure monitoring dashboard used by Seresa engineers. This dashboard provides system performance insights without exposing raw user data, ensuring privacy while allowing for efficient troubleshooting and optimization.

Once your service contract is terminated the tracking server along with any backups are removed.

Timely backups are performed; however, since tracking data is only retained for as long as necessary, it is automatically removed from the tracking server once it has been successfully delivered and acknowledged by the designated data endpoints (outPIPES). This process is typically completed within 5 to 10 minutes but may take up to an hour during periods of high server traffic.

The WordPress plugin (inPIPE) collects events on your website and batches them for efficient transmission. Every 5 minutes, or when 50 events are collected, the data is sent to your dedicated Tracking Server. The Transmute Engine then queues the data, temporarily stores it, and processes it through specialized outPIPEs, which transform it into the required format for each destination platform. Once processing is complete, the data is removed.

Under normal conditions, data does not remain on the server for more than an hour. In rare cases, such as when an outPIPE destination server is temporarily unavailable, data may be retained longer to ensure successful delivery.

InPIPE is a WordPress plugin that provides event tracking and data pipeline capabilities for analytics. It collects user events from your WordPress site and sends them to a dedicated first-party tracking server on your domain. This allows you to maintain control over your data while still being able to send it to various analytics platforms like GA4, Facebook Ads, TikTok Ads, and more.

The free version of inPIPE offers UTM parameter processing, coding, and generation functionality. It allows you to create UTM parameters easily using a simple admin interface and use compact, coded UTM parameters in your URLs (e.g., ?uab12=12345). inPIPE then automatically decodes these into standard UTM parameters recognizable by platforms like Google Analytics. This keeps your marketing links cleaner and more user-friendly while maintaining full tracking capabilities. Additionally, it reduces the likelihood of UTM parameters being stripped by ad blockers or privacy-focused browsers like Brave.

InPIPE acts as a first-party data collection system, meaning the tracking occurs on your own domain rather than sending data directly to third-party services. This approach helps to avoid data loss from ad blockers and provides more control over your analytics data. It also allows you to send the same data to multiple platforms simultaneously without adding multiple tracking scripts to your site.

Yes, data can be sent via inPIPE and GTM simultaneously, or directly to GA4. However, to prevent data duplication, it is recommended to use a separate GA4 property when combining these methods.

InPIPE is designed for ease of use, featuring an intuitive WordPress admin interface. The basic setup requires minimal technical knowledge—simply install the plugin, enable UTM processing, and configure the DNS for your tracking server on a subdomain of your website. Premium features, such as connecting to analytics platforms, are managed through a guided interface that simplifies the setup process.

At launch, the premium version of InPIPE will offer full support for GA4. Shortly after, integrations with Google Ads and Facebook Ads will be added. Additional endPIPES will follow in rapid succession, along with our expected downPIPES for data warehousing in BigQuery and Snowflake.

Seresa is headquartered in Singapore.

Our registered address is :
The Gateway West, 150 Beach Road, Singapore 189720